Meat Is What We Do.
SMOKEY BONES
Creative Director | Writer
Instead of trying to be everything to everyone, we leaned into their delicious reason for being.
Guest frequency +14% • Revenue growth +3.7% • Customer Loyalty + 17% (2019-2023) • Named one of 13 of the Restaurant Industry’s Most Influential Marketing Leaders 2021 • Multiple Regional and National Addy Awards • Countless napkins
The Challenge Smokey Bones was lacking a unique value proposition, giving consumers no reason to go there when weighing their options. Industry, consumer and community research spoke the same truth – they were trying too hard to be everything to everyone.
The Solution We created a distinctive identity “Meat Is What We Do.” based upon the core of their essence, Masters of Meat, and leaned into it with everything we had.
The Components Logo • Tagline • Manifesto • Digital • Social • Video • Website • Email • Point-of-Sale • Menus • Collateral • Swag • Activations
The Results
The campaign launched weeks before the nationwide COVID-19 lockdown. The authenticity of the brand remained, but retail efforts quickly shifted from “We’re different now.” to “We’re in this together.” The combination of authenticity and ingenuity helped rebuild brand trust and loyalty that paid off then and now in the forms of increased sales, brand preference, and a feast of national branding and advertising awards.
